THE CHALLENGE

How can Fitbit differentiate themselves in a fitness market saturated with messages of vanity?

THE REALIZATION

We featured individuals from around the world who were fueled to change for reason greater than themselves. From a Hawaiian organ donor coordinator who got the sleep he needed to save lives, to a New Zealand woman who got fit and got pregnant after 13 years of trying, these stories of purpose stand out in the fitness market.

THE SOLUTION

Individuals around the world shared their own unique stories of transformation with #MyReasonIs, firmly positioning Fitbit as a brand with a purpose beyond themselves.